News 19.01.2023

Need to Know

Prada and Woolmark co-design technical sportswear, Guerlain celebrates happiness and a pulse check on consumer behaviour in the mobile sector.

Prada and Woolmark co-design sportswear for peak performance

The Woolmark Company in collaboration with Luna Rossa Prada Pirelli for the 37th America’s Cup, US

US – Textile experts and designers from the Woolmark Company and Prada have come together to co-create new technical uniforms for the Luna Rossa Prada Pirelli sailing team, to be unveiled during the 37th America’s Cup next August.

With a strong focus on technical performance, the sailing team’s updated kit contains gear for cycling, running and strength training. The team uniforms include Merino wool-rich T-shirts, hoodies, shorts, leggings, a cycling suit, a waterproof jacket, and an ultralight windbreaker specifically designed to enhance performance and to meet the demanding conditions of offshore activities. Combining Prada’s apparel design prowess with Woolmark’s fabric expertise, the collaboration aims to help the elite sailing team enhance their performance in style. For the collection, a bespoke Merino wool-rich textile was used, entirely natural, highly versatile, and breathable to enhance temperature and moisture regulation.

The luxury and sports sectors are increasingly intertwined, and this collaboration bringing together experts to push athletic performance forward with added chic benefits is sure to attract the attention of Sportive Affluents.

Strategic opportunity

Activations which draw on luxury’s and sports’ shared values and ideals of excellence are sure to speak to affluent sports enthusiasts, and reinforce a luxury brand’s image of cultural and social compass

Guerlain collaborates with Matisse to celebrate the art of happiness

The art of happiness by Guerlain in collaboration with Maison Matisse, France The art of happiness by Guerlain in collaboration with Maison Matisse, France
The Art of Happiness by Guerlain in collaboration with Maison Matisse, France The Art of Happiness by Guerlain in collaboration with Maison Matisse, France

France – Beauty house Guerlain has collaborated with design house Maison Matisse on a limited-edition collection inspired by the works of Henri Matisse, in celebration of the art of happiness.

Guerlain has long looked to art when creating its fragrances. Since 2005 its Exceptional Creations series has commissioned artists to design limited editions of their bottles. L’Art & La Matiére is its collection of perfumes inspired by the emotions sparked by works of art.

Maison Matisse, founded by Henri Matisse’s great-grandson to create objects in celebration of the legendary painter’s works, was invited to re-imagine Guerlain’s infamous Bee Bottle, which celebrates its 170th anniversary in 2023. Only 14 of the uniquely hand-painted, signed and numbered bottles based on Matisse’s 1939 painting La Musique will be available. Matisse’s Les Mille et Une Nuits was the inspiration for new fragrance Jasmin Bonheur, a jasmine scent with notes of orange, apricot and iris, 1,000 of which will be available to buy. A limited edition of 500 pieces of a Figure Azure scented candle rounds off the collaboration.

Strategic opportunity

Brands offering consumers the opportunity to blend and indulge more than one sense at a time heightens the sense of luxury of their products

LYMA launches duo of new products to turbocharge its at-home laser

London – Wellness and technology company LYMA has launched Oxygen Mist and Oxygen Glide to accompany its pioneering at-home laser device. The skin rejuvenation laser became available in 2022, retailing for £1,999 ($2,467, €2,279), with LYMA lauding its tried-and-tested, medically proven technology. The brand is keen to stress the importance of science in all its products and for the launch of its 10-ingredient beauty supplement wrote an open letter addressing outdated supplement laws.

LYMA’s at-home laser tackles wrinkles, scarring, rosacea, sagging and its new duo of products is designed to turbocharge results. First is Oxygen Mist, which contains 100% active stabilised oxygen (ASO), flooding the skin with antioxidants needed for cellular production, blood flow and moisture retention. Oxygen Glide uses patented glycerin and hyaluronic acid in its most absorbable form to deliver clinically proven deep moisturisation, increased collagen and improved skin firmness. Magnolia extract reduces pigmentation and age spots for a brighter and more even skin tone.

As we’ve seen in Accredited Beauty, expertise, exploration and evidence are on the rise. For beauty and wellness consumers, science is a comfort and a major factor in determining how they shop.

LYMA, UK

Strategic opportunity

Consumers enjoy being discerning when it comes to beauty. They are drawn to products that make a big deal of research, testing and proof points

Stat: A pulse check on consumer behaviour in the mobile sector

Photography by Ketut Subiyanto Photography by Ketut Subiyanto

Global – Market research company data.ai has shared new insights on the mobile landscape, giving an overview of how mobile ads, retail and social media apps are faring as we enter 2023.

The State of Mobile 2023 report revealed that the sector is succeeding in capturing users’ attention, with people in several markets spending a third of their waking time on their devices, increasing their usage by 9% since 2020.

But, despite overall resilience in the sector, the research reveals discrepancies between categories. In the face of economic headwinds, gaming apps took the biggest hit, with mobile game spending falling by 5% in 2022. On the other hand, convenience or ‘need-to-have’ apps, like streaming or delivery services have enjoyed sustained growth, along with social media platforms and wellness apps, driven by high demand and quick adoption from Gen Z.

As consumer time and transactions in apps continues to peak, more retailers are set to supercharge their mobile strategy, and turn to solutions such as influ-seller platforms or live-streamed shopping events.

Strategic opportunity

The mobile sector promises strong growth and new opportunities ahead provided that brands invest in app capabilities and development to capitalise on the surge in user attention and time spent in-app

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